What is the Google Helpful Content Update?
The Google Helpful Content Update is a Google search engine algorithm update, which aims to display valuable and qualitative content in the search results (SERPs). Relevant information should be highlighted for searchers, while unhelpful content is demoted.
The Google algorithm is based on machine learning. So it is not a manual measure. Instead, it automatically detects content around the clock that offers little to no added value to searchers. Google describes its classification process as another signal among many of this Ranking of helpful content.
Die Measures are directed against the entire website and not against individual pages: “If we find a relatively large amount of unhelpful content on a website, not only will this content tend to be ranked worse in Google searches – all other content on the website may also receive a worse ranking if there are more relevant alternatives on the web“, says Google itself.
The first version of the update was rolled out worldwide in December 2022. The Updated September 2023 is the first since its launch. After “BERT” and the “Page Experience Update”, Google continues to focus on user satisfaction and search intentions.
The September 2023 helpful content update is rolling out with an improved classifier. It will take about two weeks to complete. We’ll update our ranking release history page when the rollout is complete:
— Google Search Central (@googlesearchc) September 14, 2023
Google is pursuing this goal with the Helpful Content Update
The intention of Google Helpful Content Updates is, websites with penalize unhelpful content. On the other hand, Google wants websites with one Reward added value for users. It is intended to motivate content creators to focus on the user in the spirit of inbound marketing.
“The purpose of the helpful content system is to reward more content that visitors are satisfied with – any content that does not meet visitors’ expectations is rated lower.” (Google)
What changes and what stays: Contents of the update
Three points in particular will change with the new roll-out:
- AI content will no longer be demonized. Google changed in its Documentation the phrase “written by people” to “written for people.” This means that the negative connotation of AI-generated content in the guidelines has been eliminated.
- No upranking for mere date updates. Google emphasizes that simply updating the release date does nothing. Website operators and content creators should only adjust the date if there are major changes. Many have done this so far without significantly expanding or optimizing the content.
What remains the same: Google wants to avoid content being written solely for the search engine.
Get rid of the burden: This is what companies should do now
Google primarily recommends not remove useful content, otherwise the entire ranking of the website can be affected. Please note, however, that if Google has already classified pages, it will not be changed immediately after the content is removed. In this way, Google wants to prevent content from simply being sent on compulsory leave, i.e. temporarily deleted and then published again. Up to A few months may pass before reclassification.
In the future they should Avoid automatically created content, which only serves to manipulate rankings. Instead, it is important to put passion and time into the content creation of each individual piece. It is crucial to keep the needs and interests of users in mind and to ensure that the content offers them real added value.
Before publishing, you should also: User-centeredness in mind and set a clear search intent for each keyword. This means that the content created should be tailored to the searchers’ intent to ensure a better experience for users.
Checklist: Unhelpful content
If your content the the following criteria meet the requirements, it is probably unhelpful content:
- The content was written for the search engine and not for the users
- The content does not contain any new information, but simply merges existing content from other websites.
- We try to cover as wide a range of topics as possible in order to rank for as many keywords as possible.
- Questions asked are not answered or questions that arise from the search terms remain unanswered.
How to create useful content with added value
Content with a clear thematic focus that is related to the website is an initial indication of helpful content. You should also make sure that you or your online editors do their research Content pieces that are as detailed as possible strive to provide readers with comprehensive information. However, they should not drawn out unnecessarily become. Finding the right middle ground is crucial. The content should also be suitable for the searchers to assist in finding a solution.
The following seven questions based on the Google Help Catalog help analyze whether your content is useful content in the sense of the Google Helpful Content Updates acts:
- Does your content bring a breath of fresh air? Do you have in-depth reports, crisp analyzes or the ultimate insider knowledge about a topic? Are you delivering real value or have you just written off your competition?
- If your content is about a specific page, have you linked to that as a source?
- Do you summarize your content appropriately in the headline or are you just using cheap clickbait?
- Do you have the common thread and spelling in mind?
- Does your content look like you put love and time into it, or does it look like it was created in a hurry?
- Does the content exude trustworthiness? Provide sources, is there background information on the expertise of the authorship? Are there links to “About Us” pages or similar?
- Are there obvious factual errors? Was the text written by a layperson or a professional?
If you can answer these questions to your satisfaction, your content is on the right track.
Conclusion
The Google Helpful Content Update requires online marketers to clearly move away from superficial, meaningless content and instead focus on quality and user-centeredness. Content creators are more challenged than ever to rethink their strategies: the importance of adding value for users and adapting to clear search intentions are becoming increasingly important. Long-term success in online marketing therefore requires time, commitment and the willingness to continuously improve and put people at the center.
Are you ready to embark on a journey to the top search engine spots? Do you want to focus on users and rely on inbound marketing? Then Xpert Digital is the right agency for you. The experts at our content marketing agency will only create content for you in line with the Google Update. Let us convince you of our many years of expertise and set sail together.
frequently asked Questions
What content does the Google Helpful Content Update affect?
The Google Helpful Content Update affects all types of online content that appears in Google search results. It influences websites, blogs, articles, product pages, videos, and any other form of content that ranks in Google’s organic search results.
Does my content meet the requirements of the Google Helpful Content Update?
To determine whether your content meets the requirements of the Google Helpful Content Update, you can perform a content audit. Check your content for quality, relevance and user focus. Make sure your content meets the needs of searchers.
What impact does the Google Helpful Content Update have on online marketing?
The update focuses on high-quality, useful content and rewards websites that offer users real added value. Long-term success in online marketing therefore requires the creation of high-quality content that meets the needs and expectations of users.
